The American film industry plays the role of one of the tools of US public diplomacy. That is why, according to a number of researchers, the U.S. government is interested in maintaining the level of global popularity, which this industry has and, to the extent possible, provides it with appropriate assistance. However, it is worth stressing that the U.S. does not have a mechanism of state support for cinema in the form that European countries are used to. There is no quota for foreign films in the US, nor are there any state subsidies, while support for the film industry via state and federal programmes is minimal in comparison to state subsidies in other countries.
As an instrument of U.S. public diplomacy, the American film industry has a visible influence on the consciousness of the foreign public. Eric Fattor, Ph.D. in Political Science and a lecturer at Colorado State University who specializes in the relationship between public diplomacy and international political influence, when talking about the U.S. leadership in today’s world order, uses expressions like “arsenal of entertainment” and “weaponization of culture. The key to the success of American leadership, he calls the combination of entertainment and technology, which is the “arsenal of entertainment”, the lion’s share of which are movies, TV shows and animation.
First and foremost, cinema has the power to relax the viewer’s mind, to encourage him to surrender to his own imagination in order to minimize his ability to think critically. In addition, film production can serve as a catalyst for individual or group behavioral change, most often driven by a conscious or unconscious desire to copy the lifestyles and habits of the protagonists of a particular work.
Why is this so important to official Washington? The current U.S. role in the world system is determined not only by having the most “power” compared to any other state, but also by the fact that most countries directly or indirectly recognize the legitimacy of American dominance. An important role in achieving this recognition is played by the U.S. ability to spread mass entertainment, which helps to weaken potential opposition to American influence in the world and maintain a positive image of the most powerful state on the planet.
One of the important institutional structures linking the U.S. government and the film industry is the Motion Picture Association of America. It is headquartered in Washington, DC. The association acts as an intermediary between the studios and the government, lobbying the interests of the American film industry in Congress and the executive branch.